UAE launches new Soft Power Council

The new council aims to highlight the country’s achievements and boost its global reputation



His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai has launched a new council designed to boost the country’s standing globally.

The UAE Soft Power Council will introduce a new national strategy utilising the public and private sectors to boost the country’s soft power and convey its achievements.

It will also develop a soft power strategy for the state, covering the science, culture, technology, humanitarian and economic sectors, to establish relationships with partners in the Arab region and across the world.

In addition, the council will review legislation and policies affecting the country’s status and regulation and develop a strategy to boost the country’s reputation.The UAE Cabinet will review this strategy in the coming months.

“We have been celebrating milestones with our brothers and sisters in the Gulf and Arab world such as national days and co-operating on development initiatives; now we want to develop a different strategy to introduce our culture and values to all people across the world,” said Sheikh Mohammed.

“The UAE Soft Power Council is a stepping stone to achieving this vision, and promoting our country through successful public diplomacy to many people from various backgrounds.”

Minister of cabinet affairs and former Dubai Holding chairman Mohammed Abdullah Al Gergawi will chair the council.

Read: Al Habbai appointed new chairman of Dubai Holding

Others members include Dr Anwar bin Mohammed Gargash, minister of state for foreign affairs; Reem bint Ibrahim Al Hashemy, minister of state for international cooperation; Sultan Al Jaber, UAE minister of state; Noura bint Mohammed Al Kaabi, UAE minister of state for Federal National Council affairs and Mohammed Khalifa Al Mubarak, chairman of Abu Dhabi Tourism & Culture Authority.

Khalifa bin Salem Al Mansouri, acting undersecretary of the Abu Dhabi Department of Economic Development; Sami Ahmad Dhaen Al Qamzi, director general of the Department of Economic Development; Helal Saeed Almarri, director general of Dubai’s Department of Tourism and Commerce Marketing and Saeed Mohammed Al Eter, director general of the Public Diplomacy Office at the Ministry of Cabinet Affairs and the Future complete the council.

The members have been tasked with coming up with a soft power strategy to boost the country’s reputation, forming soft power initiatives and projects and submitting reports to the UAE Cabinet on their progress.

This strategy will be prepared by the Public Diplomacy Office in the Ministry of Cabinet Affairs and the Future in coordination with the concerned authorities who will provide technical and administrative support to the UAE Soft Power Council.